#29 Online KOL marketing in China


Key opinion leaders, or KOLs, have a strong connection to Chinese internet users and are now highly sought after to sell products to huge audiences on ecommerce websites and streaming platforms. Elijah Whaley, chief marketing officer at PARKLU, explains to Aladin Farré the reasons why this growing industry works so well in China and how, eventually, livestreamers may end up consuming the same brands that hired them in the first place.

Middle Earth is produced by China Compass Productions. If you have a China-themed cultural product, please get in touch!

With thanks to Brenden Gonsalves for graphic design and Sean Calvo for music support.


Two famous livestreamers in China: Lǐ Jiāqí 李佳琦, also known as Austin Li, and Melilim Fu, a beauty and makeup influencer.